New Pringles process means 'more flavour'

Procter & Gamble is revamping its Pringles portfolio using technology it claims will deliver a more intense flavour.

The new Pringles production technique would ensure seasoning was spread across the whole chip and give Pringles more flavour than before, said the company.

The revamp was unveiled in the week the sale of Pringles to US snack giant Diamond Foods was thrown into question. The deal had been due to complete this year but P&G said it was now evaluating the situation following an investigation into Diamond’s accounting.

Last year, Pringles sales fell 3.1% in volume and 0.1% in value to £151m [Nielsen 52 w/e 24 December 2012].